THE IMPACT OF PUBLIC RELATIONS ON CUSTOMERS PATRONAGE OF NEW GENERATION BANK IN NIGERIA A STUDY SELECTED, COMMERCIAL BANKS

ABSTRACT
The research work focuses on the public relations influence on
customer’ patronage of new generation banks (NGBs) in Enugu . four
banks were selected Diamond Bank, Zenith Bank. United Bank for
Africa (UBA) and ECO Bank .The main problem talked by the study is
what public relations could do in retaining customers of NGBs IN
SPITE of the problems bedeviling the banking industry IN Nigeria.
Some of the objectives which the study set to achieve include:
i To ascertain the influence of public patronage needed to
enhanced the profit motives of new general banks (NGBs).
ii To determine whether customers are sensitive to the attitude of
bank workers toward them
iii To determine customer’s perception of NGBs and how such
perception affect their patronage vis-a –vis the profit margin of the
selected banks.
iv To find out what informed customer decision to patronize of the
NGBs
literature on public relation principles , customer relations and
perception of the banking industry were extensively reviewed . both
primary and secondary data were used for the study. Initially some
high ranking ground office staff were interviewed and the information

obtained from them were quite useful in pursuing certain are of
inquiry and which later formal the basis for the construction of the
questionnaire and formulation of hypotheses. At last some finding were
made and conclusions reached some of the findings are that:
i Customer are sensitive to bank workers attitude towards them
ii Customers have favorable image rating f NGBs studied
iii Customer will encourage others to patronize NGBs because of
nice treatment they receive from bank workers etc.

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